Move Money. Make Money.

Integrated Acquisition Campaign - Sprint - 2026 - My Role: Concept, ACD

The Challenge

Fall is an expensive season for many households, and Citizens saw an opportunity to drive new accounts before year-end. We needed an offer that would resonate with high earners who do their homework and tend to tune out traditional bank advertising.

We also had just 29 days from brief to launch, including legal approvals, to deliver a campaign across print, digital, OOH, social and four major sports sponsorships.

The Insight

People don’t necessarily stay with their bank out of loyalty. They stay out of habit. Moving money feels like work, so we made the ask simple and the reward clear.

The Idea

Move Money. Make Money.

The design reinforced the message: bold typography, a prominent offer and chevrons created a sense of momentum. Simple enough to register at a glance and flexible enough to work across channels.

What We Did

We successfully delivered the campaign on time. I led the creative integrations across four major sports sponsorships: the TCS NYC Marathon, NJ Devils, NY Giants, and Philadelphia Phillies. We adapted the campaign for each partner, navigating team and league brand rules, and shipped assets across signage, digital, email, and physical placements.

My Role: Concept, Associate Creative Director

Core Campaign

Sponsorship Integration: TCS NYC Marathon - Window Clings

Window clings advertising the offer were installed across the footprint, but branches located along the TCS NYC Marathon route received special window clings featuring the sponsorship logo lockup.

Sponsorship Integration: NJ Devils - Digital Signage

We made both animated and static in-arena signage for home games. The screens displayed the offer and a QR code scanning through to the offer landing page.